John Grant Livres

The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.

John Grant is back! Bestselling author of Green Marketing Manifesto fame returns to get you involved in creating a sustainable future! In this book, green business guru John Grant shows how we , when we join forces through co-operative initiatives, can really make changes and work towards a better future. John uses cases and examples from around the world, from social networks to social ventures, Carrot Mobbing to the Carbon Disclosure Project, to show how a move to greater co-operation via what he calls Co-operative Networks can be a way forwards for all of us to increase the common well-being. Arguing that a climate for change can be created by engaging rather than alienating people, John also demonstrates ways of ‘relocating dreams’ to allow us to reassess our desires and priorities. Whether you are a business leader, politician, armchair economist, environmentalist or general interest reader, the inspiration and ideas John Grant provides in Co-Opportunity encourages us all to think again about our individual behaviour and our actions – our ideas of what it is to be human - and to get co-creating to build a better world for all. Sit back and watch, or become part of this grass roots new movement.

We are currently immersed in a new religion of everything ‘green,’ with industry and commerce racing to develop their environmental business strategies. Amid this awareness, discussions about the ‘green marketing opportunity’ abound, but we must seek sustainable marketing that genuinely meets green objectives rather than merely adopting green themes. Marketers need to abandon strategies that, while commercially viable, are unsustainable. True green marketing should transcend superficial ad models and focus on doing good. This book provides a roadmap for organizing green marketing effectively and sustainably, offering a fresh start with practical insights. It includes examples from companies like Marks & Spencer, Sky, Virgin, Toyota, Tesco, and O2, showcasing the potential of this approach. John Grant introduces a ‘Green Matrix’ as a tool for assessing current practices and identifying the necessary future shifts. This book aims to guide marketers through the complex transition toward meaningful green marketing with clear, practical advice. It also features a foreword by Jonathon Porritt, emphasizing the importance of this movement.